November 9

Generation Rent Exposes Racial Bias


The rising popularity of serviced apartments attracts guests seeking hotel-like comforts while maintaining their privacy. To stand out among the competition and increase profitability, it’s crucial to enhance your marketing strategies for your multiple properties in town.

A recent study conducted by Generation Rent has shed light on concerning disparities in the private rental market, suggesting discrimination against ethnic minorities. The findings reveal a significant imbalance, with white individuals reportedly being 36% more likely to receive positive responses when applying for rental properties on the popular flatsharing website SpareRoom compared to their black counterparts.

Furthermore, the study highlights another dimension of the issue, pointing out that online profiles portraying individuals as white are 17% more likely to receive any response at all compared to profiles representing black individuals. These findings underscore the challenges faced by minority ethnic individuals in accessing rental housing, raising important questions about fairness and equal opportunities within the housing sector.

Generation Rent recently conducted a small-scale research initiative, examining 200 properties across the UK. The focus of the study was on the responses received by two profiles created on SpareRoom, utilizing artificial intelligence images. These profiles were identical in all aspects except for their names and ethnicities. The striking revelation from the study indicates that the white-facing profile consistently garnered a significantly higher number of responses, particularly positive ones, when making requests to view properties.

Despite the controlled conditions of the experiment, where messages to view properties were sent simultaneously from both profiles, the responses varied significantly. This disparity in outcomes raises significant questions about the potential existence of biases within the housing market. The study brings attention to the challenges faced by individuals, suggesting that perceived ethnicity might play a role in the responsiveness of landlords or property owners in the rental market.

This research, although limited in scope, offers a glimpse into the complexities and potential inequalities within the private rental sector. The findings prompt further exploration into the dynamics that may contribute to such disparities, urging a closer examination of how ethnicity might influence interactions and opportunities within the housing landscape. It underscores the need for a more comprehensive understanding of these dynamics to address potential systemic issues and ensure fair and equitable treatment for all individuals in the housing market.

Responses to the profiles, based on perceived ethnicity, revealed stark discrepancies, reinforcing the allegations against SpareRoom. In one instance, the white-facing profile received a positive inquiry, asking about the potential tenant’s plans and local involvement. Meanwhile, the black-facing profile encountered a blunt response, stating the property had already been rented.

In another example, the white-facing profile received a courteous inquiry about the potential tenant’s work or study situation. However, the black-facing profile faced a more abrupt response, signaling that the property was already taken. These instances highlight disparities in the treatment of prospective tenants, raising concerns about potential discrimination within the platform.

The disparities in responses continue, with the black-facing profile receiving a vague response expressing uncertainty about property viewings. Contrastingly, the white-facing profile is met with an enthusiastic inquiry, proposing a potential viewing the next day.

In a third example, the black-facing profile encounters hesitation about scheduling a viewing, while the white-facing profile is promptly asked about a convenient time, even suggesting the possibility of a viewing on the following day. Generation Rent spokesperson Tilly Smith expresses deep concern over the evident racism and discrimination, emphasizing the impact on People of Colour’s access to secure housing. The shortage of homes for minority ethnic renters compounds the stress of finding suitable accommodation, making the Renters (Reform) Bill crucial for enhancing housing security, especially for People of Colour. Despite legislative strides, addressing biases remains imperative until affordable and social housing becomes more accessible.


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Generation Rent, Racism in Housing Market

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